Understanding the YouTube generation : how preschoolers process television and YouTube advertising

Preschool children are generally assumed to lack the skills to critically respond to advertising despite being exposed to a high number of advertising messages while watching videos on YouTube. However, research on how preschool children process YouTube advertising is scarce. This study conducts an experiment to examine how preschool children's (4-5 years old, N = 62) responses to video advertising (20-second toy commercial) vary between YouTube and television viewing. The results suggest that almost half of the children were able to distinguish advertising from regular media content, and almost 70% of the children could correctly identify that the video was advertising. No differences were found between the two media. Children were not skeptical toward the video advertisement. With regard to ad effects, the results show low brand and product recall, whereas aided recall was higher (around 40% of the children could correctly recognize the product and brand shown in the advertisement). These findings suggest that 4-5-year-old children already have a proper understanding of advertising, but lack a critical attitude. Furthermore, children's advertising literacy does not vary between YouTube and television advertising

Parent-child communication about internet use and acceptance of parental authority

Structural equation modeling is applied to investigate how parents' communication with their child about his or her Internet use is linked to the child's acceptance of parental authority in the context of Internet use, and how this in turn is linked to the child's social media behavior. This study surveyed children aged 13 to 18 and their mothers and fathers (N = 357 families) and found that acceptance of parental authority is a key factor in the effectiveness of parental mediation. It is recommended that parental mediation is studied as a dynamic process shaped by both parents and children

Towards a biased mindset : an extended theory of planned behaviour framework to predict farmers' intention to adopt a sustainable mange control approach

Resistance against macrocyclic lactones is emerging in Psoroptes ovis mites, the cause of psoroptic mange in sheep and cattle. Therefore, sustainable mange control approaches should be implemented to prevent or slow down resistance. To ensure a proper implementation of such approaches, it is crucial to understand the factors that may impede or facilitate adoption of these practices among farmers. A conceptual model that combines insights from the Theory of Planned Behaviour (TPB, Ajzen, 1991) - a theory that predicts human behaviour -, with insights from behavioural economics (Camerer, 2004; Samson, 2016) a theory that assumes that behavioural biases or reasoning errors are pervasive in decision-making -, was developed to predict farmers' adoption intention. In particular, this paper examines how behavioural economics can influence farmers' beliefs related to sustainable mange control and through which pathways these biased beliefs can predict adoption intention. A cross-sectional survey study amongst 174 Belgian Blue cattle farmers has been conducted and Structural Equation Modelling was used for analyses. In particular, the model shows that farmers' positive attitudes towards a sustainable mange control method (attitude) and their perceptions of how others evaluate the sustainable control methods (subjective norms) more strongly predict adoption intention than perceived behavioural control. Additionally, the model shows that adoption intention is explained by the bandwagon bias -the belief that other farmers have a positive opinion about the control method-, and availability bias - farmers who have the belief that mange occurs often on their farm through the determinants of TPB. Although this bandwagon bias influences farmers adoption intention, the rather low presence of availability bias might explain why adoption intention of a sustainable mange control method is limited. Next, retaining to the default treatment (default bias) influences farmers' belief that they are capable of implementing control methods on their farm (perceived behavioural control), while the belief that implementing a control method is perceived as a cost for their farm rather than being beneficial (loss aversion bias) negatively influences attitude and perceived behavioural control. We further discuss important implications that can incite farmers' adoption intention

The development and testing of a child-inspired advertising disclosure to alert children to digital and embedded advertising

Via three studies, this article aims to develop and test an advertising disclosure which is understandable for children (ages six to 12 years old) and which can alert them to different types of advertising in multiple media formats. First, cocreation workshops with 24 children (ages eight to 11 years old) were held to determine a selection of disclosure designs based on insights from the target group. Second, two eye-tracking studies among 32 children (ages six to 12 years old) were conducted to test which of these disclosure designs attracted the most attention when the disclosures were integrated into a media context. These studies led to the selection of the final advertising disclosure: a black rectangular graphic with the word Reclame! (i.e., Dutch for "Advertising!") in yellow letters. Finally, a two-by-two, between-subjects experimental study (disclosure design: existing versus child-inspired advertising disclosure; advertising format: brand placement versus online banner advertising) with 157 children (ages 10 and 11 years old) was performed to test the effectiveness of the child-inspired disclosure by comparing it with existing ones. This study not only showed that children recognized, understood, and liked the child-inspired disclosure better than the existing ones, but they were also better able to recognize advertising after exposure to this child-inspired advertising disclosure

Predicting parental mediation of personalized advertising and online data collection practices targeting teenagers

This study tested a model for predicting parental mediation of teenagers’ exposure to personalized advertising and the preceding online data collection. Data was collected through a survey of 354 parents of teenagers and analyzed using structural equation modeling. The model showed that parents are more inclined to engage in parental mediation when they have greater levels of concern and self-efficacy. Parental concerns were higher when parents perceived personalized advertising as inappropriate. While privacy literacy predicted more self-efficacy, perceptions of inappropriateness predicted lower self-efficacy. Disliking of personalized advertising only had a direct negative relationship with active parental mediation

Tekst en beeld op Instagram - Influencer marketing en het belang van de weloverwogen caption

Een beeld zegt meer dan 1000 woorden. Een oerdegelijk cliché dat desondanks niet altijd geldt op sociale media. Neem bijvoorbeeld Instagram, waar influencers hun dagelijkse leven delen met hun talrijke volgers en uitgebreid reclame maken voor merken. Hoewel Instagram als medium sterk focust op het visuele aspect, blijft een Instagrampost nog altijd een samenspel tussen het beeld en de tekstcaption. Die combinatie van beide bepaalt uiteindelijk in welke mate de volger overtuigd is van de boodschap én het merk